V. School Plans
V. A. Enrollment and Marketing
Findings and Background
1. Catholic schools in the Archdiocese of Los Angeles have not retained their market share, declining from 25% market share in 1980 to 10% market share in 2000. Providing quality Catholic instruction for the other 90% is an important issue, but beyond the scope of this planning effort.
2. Catholic school enrollment remained stable from 1990 (100,748 enrollment) to 2000 (100,437 enrollment). However, by 2002 enrollment declined 4% to 96,024.
3. Enrollment in Level 8, 9 and 10 schools increased from 12,159 in 1998-99 to 12,278 in 2002-03.
4. Private Catholic high school enrollment increased from 11,600 in 1980 to 13,500 in 2000, or 16%. Archdiocesan and parish high school enrollment declined from 23,500 in 1980 to 16,700 in 2000, or 29%.
5. Most elementary schools are at 80% to 100% capacity. There is substantial unused capacity in a number of archdiocesan and parish high schools.
6. Demographic projections show continuing increase in the number of Catholic school-aged children in the Archdiocese:
| Year | Number of Catholic School-Age Children |
| 2000 | 974,000 |
| 2020 | 1,168,000 |
| 2040 | 1,632,000 |
7. Marketing and recruitment programs have received some attention, but have not been the focus of intensive investment of manpower or financial resources.
8. Reasons for failure to retain market share are multiple:
- Affordability
- Perception of quality
- Lack of marketing
- Failure to provide additional classrooms where population is growing
- Intentional reduction of class size
Objectives and strategies
1. The Department of Catholic Schools, in collaboration with the Catholic Education Foundation, will investigate the potential of an archdiocesan-wide (or regional) marketing plan(s).
Strategies1.1 Funding for the plan must be adequate to insure that it has potential to have a positive impact on the public perception of Catholic schools.
2. Catholic schools that have less than capacity enrollment will develop an aggressive marketing program to bring the school to capacity.
Strategies2.1 Schools that are less than 80% of archdiocesan stated capacity (315 x 80% = 250 students in a K to 8 school) will develop a marketing plan and submit it to the Department of Catholic Schools. The marketing plan will be sufficiently comprehensive to have potential for bringing the school to capacity.
2.2 The local school council will be involved in development of the marketing plan, its implementation, and annual evaluation and update of the plan.
2.3 When necessary, the Department of Catholic Schools will be a resource for developing the plan, or a consultant or outside facilitator may be used.
2.4 Preschool programs, when present, will be an effective feeder to the elementary school.
3. Under-enrolled schools that cannot achieve an acceptable enrollment goal in an agreed upon period of time will enter into discussion with other schools and parishes about restructuring or consolidation.
Strategies3.1 (See Section V. - School Governance and Section VI. - School Restructuring)
4. All elementary schools will strive to achieve the archdiocesan recommended enrollment per class.
5. When possible, preschool programs will be researched and opened as part of the elementary school, or in parishes that do not sponsor a school.
Strategies5.1 Preschools will offer a quality, age-appropriate educational program and will be Catholic/Christian in their focus.
